Introduction.
National Wheatmeal Bread - Summary
National Wheatmeal Bread, Section 1 - The Extent to which National Wheatmeal Bread is Known.
National Wheatmeal Bread, Section 2 - Buying Habits.
National Wheatmeal Bread, Section 3 - The Amount of National Wheatmeal Bread Bought.
National Wheatmeal Bread, Section 4 - The Extent to which National Wheatmeal Bread is Available at the Regular Baker.
National Wheatmeal Bread, Section 5 - Preferences Expressed for White, Ordinary Brown or National Wheatmeal Bread.
National Wheatmeal Bread, Section 6 - Incentives to Buy National Bread.
National Wheatmeal Bread, Section 7 - Reasons Advanced for Ceasing to Buy National Wheatmeal Bread
National Wheatmeal Bread, Section 8 - Reasons Advanced for Never Buying National Wheatmeal Bread.
National Wheatmeal Bread, Section 9 - Keeping Qualities of N.W.B. Compared with Keeping Qualities of White Bread and Ordinary Brown.
Milk Consumption, Section 1 - Average Consumption of Milk per Head and by Family.
Milk Consumption, Section 2 - Consumption of Milk given Levels of Consumption per Head.
Milk Consumption, Section 3 - National Milk.
Milk Consumption, Section 4 - Adults’ Consumption of Milk.
Egg Consumption
Egg Consumption, Section 1 - Total Eggs from all Sources.
Egg Consumption, Section 2 - The Number of Eggs Acquired per Head.
Egg Consumption, Section 3 - Proportions of Eggs Bought, Produced and Given to Families.
Queues, Section 1 - The Incidence of Queueing.
Queues, Section 2 - For What Commodities did Housewives Queue.
Queues, Section 3 - The Frequency of Queueing.
Queues, Section 4 - For Which Commodities do Housewives Queue Longest.
Queues, Section 5 - Opinion on Queueing.
Reservation of Oranges for Infants, Section 1 - The Reception of the Scheme
Reservation of Oranges for Infants, Section 2 - Reasons Advanced for Approval or Disapproval.
Ministry of Food Advertising, Section 1 - The Most Suitable Means of Publicity.
Ministry of Food Advertising, Section 2 - Food Demonstrations.
Ministry of Food Advertising, Section 4 - “Food Facts” Newspaper Notices.
Appendix 1 - The Sample
Appendix - Questionnaire, Part 1
The Survey
68
Appendix 1.
The Sample
Two purposive samples were used for this survey. The regions and types of town covered in each sample were similar, and identical basic numbers of interviews for different groups were sought. Below are details of the samples as planned.
Sample One. National Wheatmeal Bread, Milk, Eggs, Advertising. Questionnaire 7
.
A = 200
B = 600
C = 1100
D = 1100
Total
U
R
U
R
U
R
U
R
U
R
1. Scotland
16
6
60
7
112
10
112
10
300
33
2. South Wales
6
6
27
10
57
10
63
4
153
30
3. South West
10
6
31
13
61
21
61
20
162
60
4. South
9
2
27
6
50
11
50
11
136
30
5. S.E. & London
34
2
102
7
187
14
187
14
510
37
6. Eastern
6
7
22
15
41
27
41
27
110
76
7. Midland
16
2
51
6
91
10
90
11
248
29
8. N. Midland
10
5
30
14
55
25
55
25
150
69
9. North West
26
2
77
8
137
20
145
13
385
43
10. North & N.E.
25
4
80
7
144
17
145
16
394
44
Totals
158
42
507
93
934
165
949
151
2548
451
Urban Calls
Rural Calls
Total
Glasgow, N. Aberdeen, Stirling
Outside Aberdeen, Stirling.
333
Swansea, Merthyr.
Outside Merthyr.
183
Bristol, N. Taunton, Weymouth
Taunton, Weymouth
223
Oxford, Portsmouth, Newbury.
Newbury.
166
London (400), Sevenoaks, Maidstone.
Sevenoaks, Maidstone.
547
Ipswich, Kings Lynn, Bedford.
Kings Lynn, Bedford.
186
Birmingham, W. Coventry, Stafford, Hereford.
Hereford.
277
Leicester, Lincoln, Chesterfield.
Lincoln, Leicester.
219
Carlisle, Bolton, Accrington, Manchester, N. Liverpool.
Carlisle.
428
Barnsley, Bradford, Middlesborough, Bishops Auckland, Tynemouth.
Outside Bishops Auckland & E. of Barnsley.
438
2999
69
Sample Two. Queues, Orange Scheme, Points, Advertising. Questionnaire 8.
A=200
B=600
C=1100
D=1100
Total
U
R
U
R
U
R
U
R
U
R
1. Scotland
16
6
60
7
112
10
112
10
300
33
2. South Wales
6
6
27
10
57
10
63
4
153
30
3. South West
10
6
31
13
61
21
61
20
162
60
4. South
9
2
27
6
50
11
50
11
136
30
5. S.E. & London
34
2
102
7
187
14
187
14
510
37
6. Eastern
6
7
22
15
41
27
41
27
110
76
7. Midland
16
2
51
6
91
10
90
11
248
29
8. N. Midland
10
5
30
14
55
25
55
25
150
69
9. North West
26
2
77
8
137
20
145
13
385
43
10. North & N.E.
25
4
80
7
144
17
145
16
394
44
Total
158
42
507
93
934
165
949
151
2548
451
Urban Calls
Rural Calls
Total
Glasgow, S. Dundee, Perth.
Dundee, Perth.
333
Cardiff, Ebbw Vale.
Ebbw Vale.
183
Bristol, S. Yeovil, Plymouth.
Yeovil, Plymouth.
223
Reading, Southampton, High Wycombe.
High Wycombe.
166
London (400), Reigate, Guildford.
Reigate, Guildford.
547
Norwich, Braintree, Hertford.
Braintree, Hertford.
186
Birmingham, E. Rugby, Stoke, Worcester.
Worcester.
277
Northampton, Market Harborough, Derby.
Derby, Market Harborough.
219
Lancaster, Preston, Rochdale, Manchester, S. Birkenhead.
Lancaster.
428
Halifax, Leeds, Sheffield, Chester-le-Street, Wallsend.
Chester-le-Street, Sheffield W.
438
2999
The Validity of the Samples
.
Only regional, rural and urban and social class figures were predetermined. It is therefore of interest to compare other sample details which were thrown up by both samples. No directions were given to investigators in order to ensure such uniformity, and the results may be taken to indicate that samples were representative and comparable.
70
Family Types
Sample One
Sample Two
49.5%
Adults only.
50.5%
12.4%
Adults and under 5s
.
10.8%
27.5%
Adults and 5-17s
27.1%
10.2%
Adults, 0-5
s
and 5-17s
11.6%
1.71
5-17s
in their families.
1.65
1.2
0-5s
in their families
1.3
2.8
Adults in families with adults only.
2.65
Family Sizes
.
The information derived from the samples is compared below with 1931 census figures and an estimate made in the “Home Market” book of statistics for 1937. It will be seen that in both samples trends were continued, maybe emphasized somewhat by war-time conditions. The figures analyse for all persons covered in the investigations (i.e. households) the size of the families into which they fall.
Family Size
1931
1937
Sample 1
Sample 2
%
%
%
%
2
11.7
12.9
13.4
15.0
3
19.4
21.0
25.7
24.5
4
20.9
22.0
24.7
25.8
5
17.0
17.0
15.3
15.9
6-7
20.2
18.7
14.3
13.8
8 and over
10.8
8.2
6.6
5.0
Ages of Housewives Interviewed
Sample 1
Sample 2
%
%
Under 35
24.4
24.0
35-50
46.6
44.5
Over 50
29.2
31.5
The Results of both samples compared
.
Some further check on the validity of the sampling method may be derived from a comparison of answers obtained on both samples to the questions on advertising which were on both questionnaires.
1. If the Ministry of Food wants to give you any information or tell you about any of its schemes, what way would suit you best.
Sample 1
Total
Sample 2
36.2
Papers and Magazines
36.2
36.4
60.0
Wireless
60.3
60.4
2.5
Posters
2.3
2.1
1.3
Other ways
1.2
1.1
2780
Sample
5414
2634
2. Have you been to any wartime Food Demonstrations.
Sample 1
Total
Sample 2
8.8
Yes
8.5
8.2
89.3
No
90.3
91.4
1.8
Don’t know about them
1.2
0.2
2979
Sample
5752
2773
Introduction.
National Wheatmeal Bread - Summary
National Wheatmeal Bread, Section 1 - The Extent to which National Wheatmeal Bread is Known.
National Wheatmeal Bread, Section 2 - Buying Habits.
National Wheatmeal Bread, Section 3 - The Amount of National Wheatmeal Bread Bought.
National Wheatmeal Bread, Section 4 - The Extent to which National Wheatmeal Bread is Available at the Regular Baker.
National Wheatmeal Bread, Section 5 - Preferences Expressed for White, Ordinary Brown or National Wheatmeal Bread.
National Wheatmeal Bread, Section 6 - Incentives to Buy National Bread.
National Wheatmeal Bread, Section 7 - Reasons Advanced for Ceasing to Buy National Wheatmeal Bread
National Wheatmeal Bread, Section 8 - Reasons Advanced for Never Buying National Wheatmeal Bread.
National Wheatmeal Bread, Section 9 - Keeping Qualities of N.W.B. Compared with Keeping Qualities of White Bread and Ordinary Brown.
Milk Consumption, Section 1 - Average Consumption of Milk per Head and by Family.
Milk Consumption, Section 2 - Consumption of Milk given Levels of Consumption per Head.
Milk Consumption, Section 3 - National Milk.
Milk Consumption, Section 4 - Adults’ Consumption of Milk.
Egg Consumption
Egg Consumption, Section 1 - Total Eggs from all Sources.
Egg Consumption, Section 2 - The Number of Eggs Acquired per Head.
Egg Consumption, Section 3 - Proportions of Eggs Bought, Produced and Given to Families.
Queues, Section 1 - The Incidence of Queueing.
Queues, Section 2 - For What Commodities did Housewives Queue.
Queues, Section 3 - The Frequency of Queueing.
Queues, Section 4 - For Which Commodities do Housewives Queue Longest.
Queues, Section 5 - Opinion on Queueing.
Reservation of Oranges for Infants, Section 1 - The Reception of the Scheme
Reservation of Oranges for Infants, Section 2 - Reasons Advanced for Approval or Disapproval.
Ministry of Food Advertising, Section 1 - The Most Suitable Means of Publicity.
Ministry of Food Advertising, Section 2 - Food Demonstrations.
Ministry of Food Advertising, Section 4 - “Food Facts” Newspaper Notices.
Appendix 1 - The Sample
Appendix - Questionnaire, Part 1
The Survey
